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Uber, the so-called “ride hailing service†is headquartered in San Francisco and was founded in 2009 by Travis Kalanick and Garrett Camp. Uber is the posterchild for the on-demand economy, a place where independent contractors respond to online requests for service. Uber’s various services for transporting people rely on a smartphone app to hail a ride provided by an independent driver who is not an employee of the company. (Source: Laudon & Laudon, 2017) Based on above case study, answer the following questions:
Discuss TWO (2) unique features of Uber services as digital goods.
Recommend the right type of e-commerce for Uber based on case described above.
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